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Toyota Canada signs Olympic sponsorship

Toronto-based Toyota Canada has signed a sponsorship agreement with the Canadian Paralympic Committee and the Canadian Olympic Committee. For the next eight years Toyota will be the official mobility sponsor of Team Canada, beginning with the 2018 Olympic and Paralympic Winter Games in Pyeongchang, South Korea.

As part of the agreement, Toyota has begun a Canadian edition of the company's international "Start Your Impossible" Olympic-themed marketing campaign. The initiative will feature the personal stories of 10 Canadian athletes.

"Toyota is proud to partner with the Canadian Paralympic Team and the Canadian Olympic Team, and to support the athletes who will be representing our country on the biggest stage in the world," said Larry Hutchinson, president and CEO of Toyota Canada. "These teams and athletes elicit Canadian pride and, perhaps even more importantly, inspire people to start their own impossible and reach their true potential. Toyota shares its values of continuous improvement and respect for people with Canada's Paralympic and Olympic athletes, who challenge their own limits every day and gather together every four years to celebrate the highest realization of human potential."